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The publisher Food52, a Chernin Group property, has spent the last eight years cultivating a community so engaged that it not only supports the publisher’s commerce efforts––it helps create the products themselves.
In a conversation for Adweek’s Commerce Week, Food52 president Claire Chambers explained how the publisher has evolved into a product juggernaut, with more than 80% of its total revenue coming from commerce. By involving its members in the product-creation process, the publisher has built both a loyal consumer base and a distinct array of cookware that is unlike any competitor in the space.